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CCA Awards 2011 – Share your initiatives
From September 15th – September 28th
2Copyright © 2011 All rights reserved.
CCA Awards 2011
Share your co-creation initiative(s)….
Do you know great, exciting and cool co-creation initiatives?
1. Check the category definitions to see whether your initiative is a customization, community
or crowdsourcing initiative…
2. Check whether your initiative is already on the long-list…
3. If it is not….
Share your initiative by posting the case title, brand & year of launch on the CCA Co-
creation Awards Linked-in Group…
Co-creation initiatives for the CCA Awards 2011 can also include cases which were launched before 2011
and are still active…
3Copyright © 2011 All rights reserved.
CCA Awards 2011
Selection process - CCA Co-creation Awards 2011
1. Share your initiatives2. Nominate your
favourite initiatives
3. Vote for
favourite category
nominee
4. Vote for overall
winner
Upload your favourite initiatives
via the Linked-In group
discussion page.
Spread the word to colleagues,
friends and family.
You can help nominate an
initiative by sharing detailed
information of your favourite
initiative, as mentioned in the
selection criteria (next slide).
You can vote once in all three
categories. The result will be;
one winner for each category.
At the event you can vote for
the overall winner of the CCA
Co-creation Awards 2011.
An expert jury will select an
additional winner from all
nominated initiatives.
15th September – 28th September 30th September – 17th October 20th October – 7th November 15th November
4Copyright © 2011 All rights reserved.
CCA Awards 2011
Category definitions, characteristics and selection criteria
Customization
Definition
• An initiative where the customer has the ability
to configure a product or service selecting
between predefined variables or by adding own
content. Therefore, the customer has the
opportunity to transform a standard product into
an unique, personalized product.
Characteristics
Co-creation facilitation
• Customization tooling
Typical outcome
• Personalized product or service as desired
outcome
• Additional value of customization targeted at
narrow target group or individual
Crowdsourcing
Definition
• An open call from a firm to the collective
intelligence of “the crowd” to complete a task, a
solution to a problem, within a selected time
span.
Characteristics
Co-creation facilitation
• Specific assignment/challenge
• A set timeframe for the initiative
• Jury process in place for selection process
Typical outcome
• The solution is implemented to provide benefits
for all participants or all customers
Community
Definition
• A group of people with similar goals or interests
connect to work towards a common good. By
contributing in ongoing, new forums and
challenges, the community continuously creates
user generated content in a peer2peer
environment.
Characteristics
Co-creation facilitation
• „Soft‟ facilitation, moderator
• Centered around and structured by goals, topics
or themes
• High level of self-sustainability
• Open timeframe
• No specific assignment/challenge
Typical outcome
• The joy of the process itself, rather than the
outcome of a specific product (fun, altruism,
belonging to group of enthusiasts, showing
capabilities)
• Instant peer2peer help from honest source
Selection criteria
• Features & possibilities of customization tooling
• Level of personalization (e.g. number of product
variables) vs. scale of market
• Success of customization initiative (amount of
website views, amount of products sold)
Selection criteria
• Amount of products actually produced or ideas /
services implemented
• Success of the crowdsourcing initiative (amount
of website views, amount of participants, amount
of products sold)
• Involvement and number of participants (idea /
voting / discussion)
Selection criteria
• Impact of the community (number of community
members, value of information for
organization, number of break through insights)
5Copyright © 2011 All rights reserved.
CCA Awards 2011
Customization initiatives
Case title Brand Year of launch
Design your own Shoes Nike-ID 2009, still running
Design your own card ING 2005, still running
Style your Smart Smart 2010
Michelin Challenge Design Michelin 2011
Design your own worldcard SNS Bank 2006, still running
Design your own Shoes (women) Shoes of Prey 2009, still running
6Copyright © 2011 All rights reserved.
CCA Awards 2011
Crowdsourcing initiatives (1/2)
Case title Brand Year of launch
Hertog Jan "De Proeverij" Hertog Jan 2011
Open design explorations Heineken 2011
Maak de Smaak Lay's 2010
Senseo Bio Selection Sara Lee 2010
Ideas for Christchurch Christchurch city council 2011
Next Blue Design Wrangler 2011
Social meeting point Albert Heijn 2011
Create future terminal experience at Schiphol Airport Schiphol Group 2011
New packaging design Honig 2010
Redesign the WALL 1245 Vogel's 2011
HSBC Bank first direct.com HSBC Bank 2011
Buiten Beter application Buiten Beter 2010
Art of the trench Burberry 2011
7Copyright © 2011 All rights reserved.
CCA Awards 2011
Crowdsourcing initiatives (2/2)
Case title Brand Year of launch
Electrolux Design Lab Electrolux 2010
Life in a Day Google 2010
Ik Chip NS NS 2010
Hoe studenten helpen onnodige schuld te maken Rabobank 2011
Ontwerp een nieuwe Airline kiosk IBM 2011
Unieke zomeractie bedenken voor Saturn Saturn 2011
Hoe Nederland overtuigen de Power service te gebruiken Media Markt 2011
Hoe communiceer je een beleving HTC 2011
Ontwerp fietsenstalling die rekening houdt met fietsen ProRail 2010
Hoe kan bekladden en bekrassen toiletten voorkomen worden NS 2010
Hoe reizigers beter informeren tijdens storingen ProRail & NS 2010
Hoe krijgen we mensen in de rij voor de slimme meter Liander 2010
Create a sustainable desert city Siemens 2011
Smart grid innovation contest Siemens 2011
App my ride Volkswagen 2010
Dutch Tea Blend Pickwick / Sara Lee 2010
Design your own USB-Stick Kingston / Dynabyte 2011
8Copyright © 2011 All rights reserved.
CCA Awards 2011
Community initiatives
Case title Brand Year of launch
The Launch of Yelo Telenet 2011
Windows Phone: Backstage community Microsoft 2010
Mobile network run by you GiffGaff 2011
My Starbucks idea Starbucks 2010
Philips Media Suite TV Philips 2011
ANWB Holiday Community ANWB 2011
Bluenity KLM 2008, still running
BMW Group Interior Idea Contest BMW 2010
Design and create own t-shirts Threadless 2000
Nike+ running community Nike 2006, still running
Dell Idea Storm Dell 2008, still running
9Copyright © 2011 All rights reserved.
CCA Awards 2011
Thanks for contributing…
From end of September
you can further help your
favourite initiative to win
the CCA Awards
& keep checking the
Linked-in Group
Spread the word…
CCA Co-creation Awards